Marketing for Engineers, Scientists and Technologists

Written by a technologist for technologists this book is essential
reading for engineers, scientists and technologists taking a module
of business studies or marketing at all levels. Using the
author’s considerable experience in both teaching marketing
and dealing with engineers, scientists and technologists Curtis
uses CIM developments to provide enough skills to put the marketing
into context.

‘Marketing for Engineers, Scientists and
Technologists’ presents the range of marketing sectors
including consumer products, services, international and business
to business. Current issues in the marketing environment such as
green and social marketing are discussed. Full coverage is given to
the implementation powerhouse of marketing and the service extended
marketing mix. Management skills are needed to implement marketing
plans, such as leadership, negotiation and consultancy and these
topics are covered in section three. Section four brings all the
elements together into three key areas, new product development,
market driven quality and marketing plans.

Dr Tony Curtis has 25 years industrial experience in the chemical and aroma trades industries before moving into education. He is a Fellow of the Royal Society of Chemistry, a Fellow of the Chartered Institute of Marketing and Senior Examiner for the ‘Marketing Management in Practice’ paper for the Professional Diploma in Marketing of the Chartered Institute of Marketing.

Dr Tony Curtis covers everything that engineers need to know
about marketing and project management. The book has been written
in an easy to read with clear learning outcomes and objectives. In
my opinion this should be a mandatory reading for all engineers who
are involved in the design and marketing of products and services.

Dr Naren Gupta, Senior Lecturer and Teaching Fellow, Director
of Quality, School of Engineering and the Built Environment, Napier
University

In working with a range of professionals across many
industry sectors one often finds it is the technologists and
scientists that gain the most out of acquiring skills and knowledge
in marketing. Not only does their structured and analytical
approach lend itself to strategic marketing but those skills,
combined with a clear customer focus and an innovative approach to
the market, can give them the portfolio of skills required for
successful leadership.

Deirdre Makepeace, Senior Examiner, CIM

“This text gives individuals in very technical professions
a sound understanding of the marketing context of their activities.
This is very important for Aroma Trades professionals who must
venture out of their scientific workplace and interact in a
commercial atmosphere”.Michael G. Boudjouk, Chair of the Education Committee of
IFEAT.

Instructors

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